Coca-Cola knew exactly what it was doing with this commercial. It knew it would inflame white conservatives, but, more importantly, it knew the commercial would align Coke with Latinos and other quickly-growing groups in the United States. So Coke expands its market share and promotes its product while endorsing a vision of a diverse, multi-cultural America. What’s the harm?

Unfortunately, the harm lands squarely on the bodies of kids and families with few resources.